Destinations overview

Hello everyone! Join me for this high level overview of destinations in the real time customer data platform. First, where to destinations fit in the picture of the real time CDP. data collection and to experience platform from different channels happens first, then profile management activities and consent policies determine how data can be sent to different types of destinations. The activation process uses destinations to support downstream marketing activities that use profiles and audiences. So what’s the destination? Simply, there are pre-built integrations that use friendly workflows for exporting data from the real time CDP to both Adobe and external partners. The end goal is to deliver personalized experiences as audiences fall into several categories and align with different versions of the real time CDP destinations support these different audience types. For example, people audiences align with the B2C version, and you can extend your reach by leveraging third party prospect profiles. Conversely, account audiences align with the B2B version. To access pre-built integrations, go to the Destinations Catalog. In the user interface, they’re grouped by types and categories, and they cover many different marketing needs. In addition to pre-built destinations, we offer the Experience Platform Destination SDK. This consists of APIs that can be used to create new destination integrations. You have the option of making these public or private. Now I’ll review destination types and supported data transfer methods. At the highest level, a destination is classified as a connection or extension. Connections use guided workflows to activate data, whereas extensions are added to Adobe Tags and the forward event data to third parties from your digital properties. Connections are further classified as public or private. Public connections are mostly available to everyone except where special licensing is needed. In some cases, private connections are created using the destination SDK. These may not be available to everyone as far as data export methods. Some destinations support batch while others support streaming. Another method uses the experienced platform edge network to support on site personalization and advertising. Now let’s dive into the different types of data export workflows. This is also referred to as activation. Some destinations export both audience and profile data. Profile data is considered first party data. Use these for marketing activities like personalized email and offline campaigns, provided the data usage policies permit using the data in that way. Destinations that support this type of export use a special workflow where both audiences and attributes are selected. Some supports streaming and others batch delivery. Some destinations allow only audience data to be exported. They don’t allow any first party data, such as profile data, to be sent. Typically, there are additional requirements for ID matching based on hashed identifiers or ID syncs. These destinations support offsite marketing initiatives like social media campaigns and retargeting on demand side platforms. The destination workflow is tailored to be specific to the platform where the data is sent. Data export destinations use cloud storage to export experience platform data sets. While there are other ways to do this. This is ideal for less technical people. They don’t require coding like APIs do. A typical use case is analyzing data and tools outside of experience. Platform. These destinations use batch file based exports. They involve raw data sets. They’re not grouped or structured by audiences or profile attributes like the other data export destinations we reviewed. Examples include Marketo, measure, Amazon S3, and Google Cloud Storage. Edge personalization destinations use edge segmentation to evaluate audiences instantly. The primary use cases are same and next page personalization on web and mobile experiences. The Platform Edge network is leveraged for these destinations. The web SDK, mobile SDK or Edge Network Server API must be used depending on the destination. Both audience and profile attributes can be sent subject to your data usage policies. Some examples of edge personalization destinations include Adobe Target and Custom personalization. Last hour review extensions. These are distinct from connections. They’re used for forwarding event based data directly to third party systems from Adobe Tags. Tags is a data collection solution used for capturing online behavioral data into Adobe Solutions, and it’s also used for this purpose. Extensions use the experienced platform Edge network, which is a server side solution. They support a variety of use cases and external partners. Examples include Facebook, pixel, Google Ads, and Google Universal Analytics, but this isn’t an exhaustive list. This concludes the destinations overview video. I hope this provides you with a good, high level understanding of the types of destinations in the real time CDP. Thanks and good luck.